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The trustworthy brand: effects of conclusion explicitness and persuasion awareness on consumer judgments

Martin, Brett A. S. and Strong, Carolyn 2016. The trustworthy brand: effects of conclusion explicitness and persuasion awareness on consumer judgments. Marketing Letters 27 (3) , pp. 473-485. 10.1007/s11002-014-9343-9

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Abstract

Two studies examine how a consumer’s awareness of marketing tactics influences the effectiveness of conclusion explicitness advertising (implicit, open-ended or explicit, closed-ended conclusions). Study 1 shows that persuasion awareness and conclusion explicitness influence brand evaluations. Persuasion aware consumers prefer implicit conclusions in comparative advertising that allow them to decide which brand is superior, rather than explicit conclusions which state the superior brand. Persuasion unaware consumers show no difference for conclusion explicitness. Brand trust mediates the results. Study 2 demonstrates the robustness of these effects. Research contributions include persuasion awareness as a moderator of conclusion explicitness effects and the role of trust as a mediator. For managers, results show how implicit conclusions can improve the brand evaluations of persuasion aware consumers.

Item Type: Article
Date Type: Publication
Status: Published
Schools: Business (Including Economics)
Publisher: Springer Verlag (Germany)
ISSN: 0923-0645
Date of Acceptance: 2 June 2016
Last Modified: 16 Jul 2021 10:30
URI: http://orca.cardiff.ac.uk/id/eprint/142627

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